MKTG chapter 12

What problem is most likely faced by an advertiser who works through an ad network? A. Calculating ad traffic and costs B. Gaining more ad exposure C. Creating landing pages D. Building ad profiles E. Buying keywords

A. Calculating ad traffic and costs

Which of the following is a supplement to a Web site that is typically singular in focus and delivers on the current advertising message? A. Microsite B. Social network C. Search page D. Landing page E. Web blogs

A. Microsite

Which term refers to a collection of Web pages on the Web that are linked together and maintained by an organization or individual? A. Web site B. Interstitial C. Cookies D. Ad network E. Search engine

A. Web site

When Larina visited a Web site called BrilliantButCanceled.com, she saw a small icon on the right side of the page, which asked her to click on it to learn more about the college programs provided by the University of Phoenix. The correct name for this icon is a(n): A. button. B. portal. C. banner. D. interstitial. E. sponsored Web site.

A. button.

When Janet saw the banner ad for Dice, an employment agency for software programmers, she used her mouse to access the site's home page. If the advertising rate for the banner ad were determined by the number of people who saw the banner, clicked on it, and visited the home page, then the method would be called: A. click-throughs. B. Web visits. C. advertising links. D. media linkages. E. site landing pages.

A. click-throughs.

In a distributed network, _____. A. communication is continuous even if some connections stop working B. a single participant controls the content C. receivers are left without data if the hub goes down D. media content is delivered through one hub E. media content is delivered through a single link

A. communication is continuous even if some connections stop working

An Internet organization for book lovers, frugalreader.com, offers members two free credits if they send an e-mail that convinces someone else to join the organization by January 1. This is an example of: A. viral marketing. B. a meta ad. C. banner advertising. D. spam. E. an interstitial.

A. viral marketing.

To introduce Halo 7, a new video game, the director of marketing for Microsoft Game Studios created a complex marketing scheme that began online with an apparent War of the Worlds-style invasion. A beekeeper's Web site, ilovebees.com, appeared to have been overtaken by the evil force, the Covenant, with the hopes that people who visited the site would send their friends to the site. This was most likely an example of: A. viral marketing. B. a meta ad. C. banner advertising. D. spam. E. an interstitial.

A. viral marketing.

56. Which term refers to a possible exposure of the advertising message to one audience member? A. Cookies B. Ad impression C. Interstitial D. Reach E. Ad network

B. Ad impression

55. What are two simple ways to measure the Internet audience for your advertising banner? A. Reach and frequency B. Ad impressions and click rate C. Cookies and CPM D. Response rate and viewing time E. Viewing frequency and viewing time

B. Ad impressions and click rate

Which of the following statements is true about sponsored links? A. Ads that receive a lot of clicks are paid less due to the supply and demand theory. B. Advertisers do not pay for impressions as with banner ads. C. Advertisers pay only when a consumer receives e-mail. D. Advertisers pay on a cost-per-thousand basis. E. Higher bids guarantee better listings.

B. Advertisers do not pay for impressions as with banner ads

Anita's Home Cooking, a blog, includes links to various cooking products and kitchen appliances that Anita recommends, such as King Arthur brand flour and Cuisinart. Anita earns a commission on each sale made through her site. Which term best describes this situation? A. Spam B. Affiliate marketing C. Viral marketing D. Sponsorship E. Group buying

B. Affiliate marketing

Which of the following is LEAST likely a problem associated with using digital interactive advertising? A. Complexity B. Few sponsors C. Cluttered media D. Lack of accountability E. Privacy and security issues

B. Few sponsors

Which of the following is most likely a benefit of using digital media in an IMC program? A. A non-addressable Web portal B. Immediate customer feedback C. Pay-per-click sponsorships D. Legitimate e-mail ads E. Group buying potential

B. Immediate customer feedback

One form of mobile advertising is sponsored SMS. SMS stands for: A. Strict Message Style. B. Short Message System. C. Short Mail System. D. Stylized Message System. E. Small Mobile Stickers.

B. Short Message System.

On bookmooch.com, readers can trade books with one another, chat with people who like the same genres, provide book reviews, and meet online with authors. Which term best describes this site? A. Interactive protocol B. Social media C. Interactive portal D. Search engine E. Web browser

B. Social media

Which term refers to computer programs that provide computer users with a graphical interface to the Internet? A. Social media B. Web browsers C. Search engines D. Portals E. Protocols

B. Web browsers

Television stations, newspaper publishers, and cable companies have traditionally used _____ networks. A. grapevine B. centralized C. decentralized D. protocol-based E. distributed

B. centralized

58. The _____ is the number of clicks on an ad divided by the number of ad impressions. A. PageRank B. click through rate C. interstitial D. cost per thousand (CPM) E. ad conversation rate

B. click through rate

31. The _____ nature of the Internet has blurred the line between content creators and content consumers. A. flexible B. interactive C. cooperative D. creative E. social

B. interactive

Robert is writing a report about Ty Cobb, a famous baseball player, and needs to gather information. He types "Ty Cobb" into his computer and is given over 30 Web site addresses that contain information about the baseball player. Robert most likely used a(n): A. central network. B. search engine. C. wi-fi browser. D. addressable medium. E. web directory portal.

B. search engine.

Cookies are: A. another name for Internet advertising buttons. B. small pieces of information that get stored in your Web browser when you download certain Web sites. C. animated ads that pop up on the screen while the computer downloads a Web site the user has requested. D. the small ads at the corners of the screen that link users and Web site sponsors. E. a static form of interstitial advertising.

B. small pieces of information that get stored in your Web browser when you download certain Web sites.

When Tyler accessed a Web site called FindArticles.com, he noticed a mini-billboard spread across the top of his computer screen advertising the Ford Focus. The ad invited him to click on it and learn more about the car. What type of ad did Tyler see at the top of his screen when he was using the Web site? A. Button B. Interstitial C. Banner D. Classified E. Spam

C. Banner

Which of the following made ARPAnet revolutionary? A. Protocols B. Interstitials C. Distributed network D. Centralized network E. Horizontal network

C. Distributed network

_____ is, at present, the most popular search engine on the Web. A. Hotmail B. Yahoo C. Google D. Facebook E. Twitter

C. Google

What does the acronym HTML represent? A. Heavy Transmission through Multiple Lines B. Hyperbole, Thought, Memory, and Language C. HyperText Markup Language D. Hypertext Transmission Marketing Language E. High-Tech Multi-user Language

C. HyperText Markup Language

_____ are common rules for linking and sharing information. A. Networks B. Clicks C. Protocols D. Web pages E. Portals

C. Protocols

What is the focus of CRM programs? A. Utilizing social media marketing B. Monitoring Internet privacy C. Retaining current customers D. Gaining Web site sponsors E. Prospecting for new clients

C. Retaining current customers

46. Which ad format accounts for nearly half of all digital interactive ad revenue? A. Rich media ads B. Banner ads C. Search engine ads D. Classified ads E. Mobile ads

C. Search engine ads

_____ are sites that allow people to type a word or phrase into a text box and then quickly find information. A. Portals B. Social media C. Search engines D. Browsers E. Broadband pages

C. Search engines

All of the following are ad networks EXCEPT: A. Google B. AdBrite C. Tacoda D. AOL Advertising E. Yahoo! Sites

C. Tacoda

_____ is a method of delivering ads from one central source, or server, across multiple Web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements. A. Broadbanding B. Narrowbanding C. Third party ad servers D. Behavioral targeting E. Rich media advertising

C. Third party ad servers

According to a 2008 survey of Web 2.0 activities, which of the following activities was most common? A. Taking material found online and remixing it into a new creation B. Sharing files from your own computer with others online C. Uploading photos to a Web site to share with others D. Using a professional networking site E. Working on an online journal or blog

C. Uploading photos to a Web site to share with others

_____ is the Internet version of word-of-mouth advertising. A. Rich media advertising B. Spam C. Viral marketing D. Google E. Ad networking

C. Viral marketing

49. Mobile banner advertising is also known as: A. SMS. B. HTML. C. WAP. D. portal. E. pop-up.

C. WAP.

The Internet: A. gathers user information through cookies. B. was developed by the Department of Defense in the early 1980s. C. is a global network of computers that communicate through protocols. D. uses a centralized network to create its power. E. is now the same as ARPAnet.

C. is a global network of computers that communicate through protocols.

60. Cortadryl, an anti-itching cream, advertises on the Internet. To target its advertising, Cortadryl has its banner ads appear when a user types in the words "itchy," "scratching," "hives," or "mosquitoes" in the search engine. Cortadryl has most likely made a: A. request for ad responses. B. click-through request. C. keyword purchase. D. word-search responsive device. E. base banner purchase.

C. keyword purchase.

Robert is writing a report about Ty Cobb, a famous baseball player, and needs to gather information. He types "Ty Cobb" into his computer and is given over 30 Web site addresses that contain information about the baseball player. The addresses were most likely listed on a: A. home page. B. content page. C. search-results page. D. browser link page. E. protocol-linked page.

C. search-results page.

59. Ted's cooking blog contains a banner ad for Kenstar Appliances. Every time an appliance is purchased at the Kenstar Web site, Ted receives a commission for showing the banner. Which of the following is most likely being used? A. Keyword purchase B. Click-through C. Cost per thousand D. Affiliate marketing program E. Ad impression method

D. Affiliate marketing program

Which of the following is a portable and personally identifiable medium? A. Direct mail B. Internet C. Interactive TV D. Cell phone E. DVR

D. Cell phone

_____ is the term used to describe direct links to deeper areas of the Web site that advertising drives consumers to beyond the homepage. A. Web site B. Web page C. Microsite D. Landing page E. Search results page

D. Landing page

Which term refers to Web pages that provide starting points to other resources on the Internet? A. Protocol B. Browser C. HTML D. Portal E. Web crawler

D. Portal

Which term refers to digital media that connect individuals? A. Search engines B. Ad networks C. Interstitials D. Social media E. Web browsers

D. Social media

Which of the following terms refers to electronic junk mail? A. Banner B. Button C. Blog D. Spam E. Cookie

D. Spam

Which of the following is a distributed network of content providers and users, communicating through HTML? A. A Protocol B. A Portal C. A Search engine D. The Web E. Broadband

D. The Web

A(n) _____ is a little billboard that spreads across the top or bottom of the Web page. A. ad network B. pop-up C. interstitial D. banner E. button

D. banner

The ability to monitor people's actions on the Internet is known as: A. enhanced interactivity. B. digital reading. C. narrowcasting. D. behavioral tracking. E. broadband stickiness.

D. behavioral tracking.

A(n) _____ occurs when a visitor moves the mouse's pointer to a Web link and clicks on the mouse button to get to another page. A. impression B. visit C. pop-up D. click E. interstitial

D. click

A(n) _____ is a facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. A. button B. banner C. interstitial D. composition E. cookie

D. composition

A(n) _____ is prepared to help the advertiser gauge the effect of an ad. A. button B. banner C. interstitial D. composition E. cookie

D. composition

A(n) _____ is used to give background information about an organization, product, or service, whereas a(n) _____ is used primarily to sell a product or service. A. interstitial; Web site B. Web site; cookie C. cookie; interstitial D. corporate site; commerce site E. commerce site; ad network

D. corporate site; commerce site

_____ act as brokers for advertisers and Web sites. They pool hundreds or thousands of Web pages together and facilitate advertising across these pages. A. Interstitials B. Cookies C. Ad agencies D. Bloggers E. Ad networks

E. Ad networks

Which type of mobile advertising does NOT require that the end user have a smartphone? A. Advertising HTML B. Rich media ads C. Banner ads D. Interstitials E. Sponsored SMS

E. Sponsored SMS

____ is the presentation of a radio or TV program by a sole advertiser. A. An interstitial B. Cookie C. Ad impression D. Banner E. Sponsorship

E. Sponsorship

48. The most common form of mobile advertising is: A. social networking. B. interactive advertising. C. rich media advertising. D. button ads. E. banner advertising.

E. banner advertising.